Antigrav aims for new retailers

Specialist distributor Antigrav is targeting new and non-traditional retailers in order to drive the company’s growth.

The firm’s managing director Robert Orchard told MCV that the recession has prompted it to look beyond the usual games outlets.

“We have all experienced some very difficult trading conditions recently, and we have tried to be as flexible as possible,” he said.

“However, the games industry as a whole seems to be doing better than other industries and we have noticed that a lot of non-traditional retailers are looking at entering the market. We feel that these are the type of customers we will be targeting with our specialised peripherals distribution.”

The distributor has also moved to strengthen its relationship with independent retailers. Heena Lakhani joined the team in April to develop Antigrav’s product channels through indies.

“We see this segment as being slightly overlooked in the past and we can offer them access to a larger product portfolio, with many items in our warehouse,” said Orchard.

The economic downturn has seen the distributor seize a variety of other opportunities as it continues to expand both its product range and portfolio of clients.

Antigrav has added seven new ranges over the last year, such as Ferrari, Ben 10 and Disney-licensed products. The company now boasts 17 partners and a line-up of over 500 products.

“We are continuing to grow the business and looking out for new products.” Orchard added.

MCV is the leading trade news and community site for all professionals working within the UK and international video games market. It reaches everyone from store manager to CEO, covering the entire industry. MCV is published by NewBay Media, which specialises in entertainment, leisure and technology markets.